AFFILIATE GRAND SLAM

Markos Channa, Affiliate Manager at Kingbet Media, joins the latest series of affiliate interviews on Affiliate Grand Slam.

Markos Channa speaks about infotainment, the importance of the human factor, the ratio between profit and user experience, etc. – follow his story below

At what point in your career did you begin to view affiliate marketing as a potential career path, and what factors influenced your decision to pursue this field?

I started my journey in iGaming in 2012. I have been working as an Affiliate Manager for the past couple of years. I believe that the daily challenges and constant “race” for new goals and new heights is the main reason I have chosen this path. Moreover, I love the excitement of communicating and interacting with talented people throughout the globe and also exchanging knowledge and experience under a common cause.

Tell us a bit more about Kingbet Media’s business model, concept, and culture.

Kingbet Media was founded in 2008. It started as a traditional media which used to publish a betting newspaper. However, pretty quickly it became clear that the sky was the limit. Today, Kingbet Media is one of the top gaming affiliate networks in Greece, with an umbrella of sites and millions of traffic per month.

Someone may assume that this transformed Kingbet Media into a strict company, a brand name. At Kingbet Media, we still seek excellence, new challenges, and we set new goals every day; however, we have never lost our souls. We love what we do, and most of all, we love being part of Kingbet Media, not only because it is an efficient network, but, most of all, because of the incomparable working environment. We are more of a family than a business and this is not just a marketing cliché! That’s what makes Kingbet Media’s culture unique.

What makes your traffic sites unique?

First of all, our main target is to provide the user with not only data but also the fun of gaming: Infotainment! That is the word that describes our work better. Of course, as far as data analysis is concerned, we provide the user with the most accurate and compact statistics, all in a way that will not tire the eye but make it more of a fun procedure.

In addition to that, the human factor is the one that makes our sites unique. Nowadays, content is considered as the “king of marketing”, and we thrive in this. Kingbet Media has the best and most well-known betting analysts in Greece, experts with decades of experience in the field. Today, our team has more than 100 journalists, analysts, bloggers, and content creators!

Moreover, on our sites you will also find video content that is produced in our state-of-the-art studios. In Greece, we are probably one of the few networks – if not the only one – that can produce video content, podcasts, and radio content.

In brief, when users visit Kingbet Media’s sites, they will be experiencing an informative and entertaining journey all along. Moreover, investing in quality and unique content helps in creating quality audiences. This also reflects the operators who are provided with quality players on their platforms.

What do you consider success and how do you measure it at Kingbet Media?

There are several KPIs that cannot be briefly described. We can, of course, mention financial success, registrations, FTDs, and clicks. However, our success is measured by the messages we receive from our audience. When users send a message saying that something they read or saw made them smile or play and have fun (or both), then this day is considered a successful one.

Which markets do you focus on, and do you see any potential in the emerging markets?

Our main market is Greece. However, in the past few years we have expanded to European and LatAm markets. Today, I believe that LatAm has some potential; however, I believe that in the next few years, Africa is going to provide good marketing opportunities.

What strategies do you recommend for affiliates to effectively optimise their campaigns and maximise their earnings while maintaining a positive user experience?

Balance. Every affiliate needs to find the golden ratio between maximising the profit and keeping a positive user experience. A bad user experience will definitely reflect on the earnings. The point is that one bad users’ experience is enough to erase a hundred past positive experiences.

In brief, whenever setting up campaigns, the focus should lie on engaging users and on their positive experience. This is a prerequisite, as user experience shapes potential profit.

How do you approach maintaining a cohesive online presence while catering to the unique preferences of your audience across various content formats?

We are witnessing the explosion of content formats and styles. Nowadays, everything can be produced and presented via a mobile phone.

Our main goal is not to confuse and be confused, using all different types of content formats. As mentioned earlier, through our content, we aim to achieve infotainment. Of course, the user will receive all necessary data and reports, however, we present the aspects in a pleasing way.

We do not exploit, i.e., creating content for clicks and views, that is not the purpose, and believe me, users realise when you try to force a click or a view. So, when we need to visualise info we create video content, when we want to communicate something, we create a podcast, and when we need to say something imminently, we go live on Instagram.

How can ChatGPT automate many of the tedious and time-consuming tasks involved in affiliate marketing? How will it influence SEO? What are the worst- and best-case scenarios?

Allow me to say that in the last two decades, there were a lot of changes which are considered mind-blowing. At one point, there was rumor that the human factor would be extinct. And here we are in 2023, exploring a new option.

Most of the affiliates’ tasks need to be done by communicating and collaborating with colleagues and partners. Of course, aspects such as statistical issues may be answered by ChatGPT, however, there is always going to be human communication and ideas exchange in the heart of affiliation marketing.

Do you think that competition in affiliation is important? Why?

Of course, it is. It is vital. Competition always helps you evolve. The evolution of mankind is based on competition. In our business, we always try to reach new levels and surpass competition. On the other hand, competition does the same, until someone reaches the top. And then, a new pick will occur.

Without competition the evolution of our industry would have been extremely slow and boring! But now, everything is more challenging and entertaining!

Are you a regular attendee at the SiGMA events? SiGMA Americas, Asia, Balkans/CIS, Europe – which of these expos shows would you likely book on your diary for 2023/4?

I am trying to attend as many events as possible. SiGMA is one of the most prestigious and well-organised events in the business, so it is always a pleasure to be around. I attended SiGMA Europe last year and this year, I will attend SiGMA Balkans/CIS in Limassol. For now, at least.

Share with us some details about yourself, as conducting business involves dealing with individuals and not just organisations. This could include your hobbies, preferred books, go-to quotes, and whether or not you have an interest in gaming.

You cannot be part of this business and not be interested in gaming. Not only because of the job description itself, but also because gaming is a misunderstood entertaining world. It is not the daemon in the room, and it is wrong to be placed on the same shelf as alcohol or even drugs.

Of course, it may become an addiction, but in our business, we always promote Responsible Gaming, and we mean it. It will be a dream come true to convince users that they should play for fun, this is the main goal. The excitement of being part of the game.

Mentioning hobbies, as a journalist and analyst in the first years of my career, writing and broadcasting is now more of a hobby for me. Finally, I try to travel as much as I can, meeting as many cultures and visiting as many places as possible.

As part of the 100 Spartans campaign, Affiliate Grand Slam (AGS) is flying 100 leading affiliates to the SiGMA Balkans & CIS event, which is taking place in Cyprus this September 4th to 7th, at Europe’s first integrated resort – City of Dreams. The 2 day expo and conference will provide a platform for 100 of the best affiliates from various frontier industries to connect with key operators – especially those from Cyprus’ thriving CIS and Balkan communities. This all-inclusive 100 Spartans campaign follows the success of previous global trips to Malta, Dubai, Manila, and Brazil, and promises to offer an all-inclusive stellar experience to all attendees. The SiGMA Balkans & CIS expo presents high-quality content with panels, keynotes, and interactive workshops that empower affiliates to stay ahead of trends, discover new markets and technologies, and enhance their skills. Additionally, a diverse, yet carefully curated expo floor cultivates a relaxed yet business-oriented atmosphere, ideal for operators and affiliates to establish valuable connections. Affiliates attending the event as part of the 100 Spartans campaign can expect to enjoy luxury accommodation and a no-expense-spared entertainment agenda, including VIP-style dinners and drinks. This unique opportunity offers a prime chance for affiliates to build new relationships and make connections that will benefit their businesses. SiGMA Balkans & CIS guarantees an unforgettable experience for participants, offering invaluable chances to forge new connections and stay ahead in a constantly changing industry. Seize this opportunity to be part of the excitement and propel your business to new heights. Interested in being one of the 100 Spartans? Visit our website to register your interest.

SiGMA Play, a B2C affiliate portal, has obtained a licence for iGaming and Sports Wagering from the West Virginia Lottery Commission. This is the second acquisition for SiGMA Play this year, having recently obtained a New Jersey licence in early June.  A rapidly growing branch of the SiGMA Group brand, the SiGMA Play website was launched in 2020.  This new acquisition underscores the brand’s dedication to establishing a presence in the North American market and will allow SiGMA Play to work with iGaming operators that also hold a licence in the state.  The affiliate licence extends to the Group’s emerging tech and iGaming sectors, namely AIBC, SiGMA, and all CasinoBee brands. Commenting on this achievement, Mex Emini, MD of SiGMA Play, said, “We are pleased to announce that we have successfully acquired an iGaming licence for the state of West Virginia. This will be an instrumental stepping stone towards establishing SiGMA Play as the go-to source for all things iGaming, allowing us to provide an unparalleled gaming experience to the players of West Virginia. West Virginia sees record growth for casino gambling Since regulating in 2019, the casino gambling industry in West Virginia has gone from strength to strength. At present the Southern State has nine licensed betting sites offering live online and mobile betting choices.  According to the 2022 US iGaming Revenue Report, the Mountain State’s revenue for September was $10.3 million – 40% higher than September 2021’s total of $6.2 million. A year on revenue is up 55%, with West Virginia online casinos seeing further success in February 2023, – bringing in record results with $12.4M revenue on $368M bet. The state’s three operators – Greenbriar, Charles Town and Mountaineer Casino – were responsible for a combined $367.6 million in wagers, paying out $355.2 million, and resulting in approximately $12.4 million in revenue. Integrity and security: The West Virginia Lottery Commission The West Virginia Lottery Commission oversees and regulates all constitutional lotteries conducted in West Virginia, including traditional lottery games, limited video lottery, racetrack video lottery, racetrack table games, and casino gaming at the state’s single Historic Resort Hotel. The mission of the West Virginia Lottery is to operate in a socially responsible manner with the highest standards of integrity and security to generate revenue for programs that benefit the citizens of the State of West Virginia. Governor Jim Justice appointed John Myers as Director of the West Virginia Lottery on September 18, 2018. Myers returns to the Lottery after having served as the Secretary of Administration for the Justice Administration since January of 2017. SiGMA Play In 2020 the SiGMA Group branched into affiliation, generating valuable traffic for iGaming operators and offering a one-stop-shop solution for the gaming sector through the launch of SiGMA Play.  SiGMA Play is an internationally renowned site for online casinos and sportsbooks, featuring online reviews, bonuses, and guides for players navigating the casino game industry. Their industry experience and knowledge bring valuable and trustworthy advice to players everywhere. The site offers quality content, where operators are clearly represented, and customers can find the best casinos catering to their needs. 

SiGMA Play, a B2C affiliate portal, has secured an affiliate licence from the New Jersey Division of Gaming Enforcement’s Casino Licensing Bureau. A branch of the SiGMA Group brand, the SiGMA Play website was launched in 2020. The acquisition serves to highlight the brand’s commitment to enter the North American market and will be applicable across the Group’s emerging tech and iGaming verticals – AIBC, and SiGMA, as well as all CasinoBee brands. In the words of Mex Emini, MD of SiGMA Play, “We are thrilled to share the exciting news that we have successfully acquired an iGaming licence for the state of New Jersey. This significant achievement grants us the opportunity to position ourselves as the authority for everything iGaming, bringing transparent entertainment opportunities and a unique experience to players of New Jersey.”   Eight US states, including New Jersey, currently require affiliate licensing: Arizona, Colorado, Indiana, Louisiana (determined by revenue), Michigan, Pennsylvania, and West Virginia.  With a population nearing the 10 million mark (9,288,994 at the time of the 2020 Census), the Garden State opened its doors to online gambling back in 2013. One of the largest states to have done so to date.  State of play: New Jersey leads the pack

The DGE’s March 2023 gaming revenue results showed that for that month, online gaming wins reported by casinos and their partners was $165.7 million, a rise of 17.8 percent compared to $140.7 million for March 2022.  Sports wagering gross revenue reported by casinos, racetracks, and their partners was $93 million for March 2023, a 40.1 percent increase compared to last March. In May 2019, New Jersey surpassed Nevada to become the largest sports betting market in the US, with $318.9 million in bets. Since then, the state has seen remarkable growth, setting new revenue records. In 2021 alone, New Jersey generated a total of $815 million in sports betting revenue. January 2022 was particularly impressive, with over $1.3 billion in wagers and more than $60 million in revenue collected. New Jersey continues to shine as a powerhouse in the thriving world of sports betting. “We have seen tremendous growth in sports wagering and online gaming in New Jersey,” agreed DGE Director David Rebuck during a keynote speech delivered to regulators and industry representatives at the East Coast Gaming Congress – held at the Hard Rock Hotel & Casino in Atlantic City this April. SiGMA Group’s Legal Counsel, Marianna Tavella went on to say,  “A small win for our legal and compliance team at SiGMA! We aim to stay compliant with the ever-changing licensing landscape. We’re excited with SiGMA Play’s fast growth and look forward to entering new markets in North America and beyond.”  Supreme Court decision on PASPA celebrates its 5th anniversary New Jersey has been instrumental in overturning the Professional and Amateur Sports Betting Act (PASPA). In 1992, the US Congress passed PASPA, banning nationwide sports betting. New Jersey fought back in 2011 with a referendum and state law allowing sports betting. Legal challenges followed until 2018 when the Supreme Court declared PASPA unconstitutional. William Hill’s Monmouth Park Sports Book became the first to offer sports betting, joined by companies like FanDuel and DraftKings.  The first year saw $2.9 billion in bets and $200 million in revenue, with DraftKings alone handling 20 million bets and $600 million in payouts. A transformative victory for sports betting in America. Ensuring compliance: The New Jersey Division of Gaming Enforcement (DGE) The Division of Gaming Enforcement (DGE) serves as the law enforcement agency and investigative body responsible for upholding the Casino Control Act and ensuring compliance within the casino regulatory system.  Additionally, the DGE undertakes the task of reviewing and auditing the operations of casino-hotel establishments to ensure adherence to regulatory standards.  It plays a vital role in investigating and prosecuting all crimes associated with casinos, such as fraud, money laundering, theft, and cheating. Moreover, the DGE carries out comprehensive testing procedures to evaluate the functionality and compliance of casino slot machines, casino floor systems, and Internet gaming platform systems before their deployment. The state is also the only jurisdiction that requires yearly evaluations of the relationship of online gambling and sports wagering to problem gambling.  SiGMA Play In 2020 the SiGMA Group branched into affiliation, generating valuable traffic for iGaming operators and offering a one-stop-shop solution for the gaming sector through the launch of SiGMA Play.  SiGMA Play is an internationally renowned site for online casinos and sportsbooks, featuring online reviews, bonuses, and guides for players navigating the casino game industry. Their industry experience and knowledge bring valuable and trustworthy advice to players everywhere. The site offers quality content, where operators are clearly represented, and customers can find the best casinos catering to their needs.